6.5.2 Printed materials
Leaflets promoting your product or service can also be distributed to potential customers. They can be distributed directly to homes, handed out at retail points where customers regularly shop, or left in key locations where a trusted advisor might use them to educate customers on your product. An example of this would be to leave a leaflet for water treatment products at a health station, where a doctor or nurse can distribute them to patients who come in. This leaflet lists different ways to safely treat your water, including boiling, filtering with mineral pots, and using chlorine products such as Aquatabs. The leaflet also provides information to ensure that water is not re-contaminated; after treatment, storage containers should have a secure lid and a spigot, and they should be placed above the ground.
In a “basket of goods” model, salespeople may sell more than one product at the same time. This makes it difficult for them to recall detailed information about every product. In this context, a Brochure can provide more information about the product to customers.
If your product is sold through a retail sales channel, there are many types of marketing assets that can work at the point-of-sale to generate demand for your product.
Danglers hung in a retail location in India help describe the benefits of a water treatment product.
Posters and flyers available at retailers can be useful for smaller stores that do not have enough shelf space to display the product.
In a crowded retail environment, point-of-sale assets like a standee can draw attention to your product and make it stand out from the others. In Cambodia, the Standee Sample pictured below was used to promote a water filter product.